I stumbled upon a comprehensive list of marketing tactics - 75 of them to be exact. About 20% of them don’t apply to architects at all. I am going to briefly comment on the other 80%.
I found THE 75 MARKETING TACTICS on the Mindwhirl Marketing website. It wouldn’t hurt to read through their list for a rudimentary understanding of this marketing stuff.
These 75 tactics are either intended to help you find ‘leads’ or to convert a lead into a customer.
Here are my Underlying Assumptions.
You are providing professional design services for improvements to the built environment. Those improvements will cost more than a new automobile. Your potential clients, therefore, approach your selection with caution. It is unlikely that they will hire you without satisfying themselves as to your technical competence and trustworthiness. In many cases that will require that you established a relationship with the client before you are hired.
Marketing Plans and Branding
Before we tackle the list, there are two big picture issues that you should think about - Marketing Plans and Branding. When marketing gurus tell you that you MUST have a marketing plan, they think you are part of a organization large enough for this to be true. Usually it is not true.
When you get to around 15 staff, start thinking about a marketing plan. Until then, pick a couple of these 75 tactics and concentrate on doing them instead. I probably created five or six marketing plans for my firm, a firm that never exceeded 12 people. I learned something each time, but the main takeaway that I am sharing with you is that marketing plans are a waste of time until you are big enough to need one in order to direct a full time marketing staff.
Branding is different. Everyone has a brand whether you think so or not. People experience a brand based on what they see. They see you, your office, your car, your logo, business card, website, stationary, project signs, your drawings, your projects. Everyone who thinks about you has an impression of what you are all about.
Branding is making that impression coherent, and indicative of where you see yourself going. Undertake new directions in branding cautiously. You confuse everyone and look fickle with your new logo du jour.
Now lets look at the 75 marketing tactics.
I think that is an amazingly complete list, and very helpful. Thank you, Mindwhirl.
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